The state of Michoacan produces 94% of the strawberries and 80% of the Mexican blackberries that are exported to 35 countries. Despite being the fourth-largest producer of these berries, Mexico has been unable to expand the international market.
According to Wendy Picho Rivas, director of the International Business career at the University of Morelia, Michoacan producers have not advanced in the commercialization of this product because 97% of all berries produced are destined to the United States and Canada, due to the proximity of these markets. In addition, producers do not know the measures required export to European countries, which demand organic products and are willing to pay better prices.
She also said that this sector required close support to expand their marketing methods and destinations, which has been attempted through the union and integration of producers. The goal, however, should be to export more to European countries, expand the market and avoid saturating the United States with berries, as this has only caused losses for producers since the product is returned to them when there is a surplus.